The aim of this wiki is to provide a resource for teachers that they can use in a variety of ways. The main topic is Food and Advertising. We will look at what is in our food, but more importantly, how the marketing of food is targeted at our children. The topic should also lead to discussion about what is healthy food, and what is not. The wiki is designed to allow teachers to focus on the entire topic broadly, or to look more closely at one particular aspect of it. One of the main goals of the wiki is to encourage teachers and students to use ICT resources in a variety of ways. Following is some information that will provide you, the teacher, with a background knowledge of the topic, and some of the key themes involved.
What does the research say about the link between television advertising, food choices, and our children? Many western countries, concerned with the increase in obesity rates in their populations, have conducted studies to consider the link between what our children see on TV advertisements, and the foods they eat. New Zealand researchers have conducted their own studies, and their findings have been remarkably similar to what is found overseas. Common links found within these studies.
Advertising during children’s programmes are mostly for cereal, confectionary, drinks and restaurants.
The majority of products advertised are high in sugar, fat, and sodium
Television plays a strong role in influencing choices people make as consumers.
(Hammond, Wyllie & Casswell, 1999). (Larson, 2008) Research has also thrown up some interesting facts.
Half of Australian 10 year olds believe that Ronald McDonald probably knows what is good for children to eat.
The food industry in New Zealand spends more on advertising than any other industry.
Most teenagers think that advertising is simply conveying information.
(Hammond, 1999)
Advertising Research from the US has shown that children as young as three years old attempt to influence their parents food buying decisions. The more commercials the children were exposed to, the more influence they tried to wield. While children are generally quite knowledgeable about what foods they should eat, their behaviour with regard to what they want to eat reflected the advertising they had been exposed to. (Hammond et al, 1999) Most research has shown that the food which is advertised most frequently on television does not meet nutritional guidelines. Other research shows that the preferences established in adolescence usually continue in adult life. It follows that if nutritional food was advertised during the times when children and young people watch television, it could drastically change the food they buy and consume as adults. This is where a question of budgeting comes in. Television advertising is expensive, and is dominated by big corporations with big budgets. Producers of healthy food, fruit and vegetables, often belong to marketing boards whose budgets do not stretch to prime time television. (Hammond et al. 1999)
What is in our Food? We, as consumers, have become used to the incomprehensible list of ingredients on our food packaging. But do we really know what each ingredient does, and whether it has any side effects? There have been recent television programmes based on this exact question. (TV3 - What is really in our food?) and many media articles. The Saturday New Zealand Herald has had a weekly article by journalist Wendyl Nissen focusing on one particular common food, and breaking down the ingredients. These articles are available online at www.nzherald.co.nz
Media Influence While our children have been exposed to advertising in many forms, it is todays saturated media world that is causing parents and educators concern. While some of this research comes from the United States, it still bears similarities for our New Zealand children's experiences. Some of the findings - most young people have more than one television in their homes. - 74% of American children have internet access, 60% have instant messaging - many young people have a television in their bedrooms. -Three of four 15 - 17 year olds carry their own cell phone. (Larson 2008) This research shows that children and young people's exposure to media is growing, it is happening more and more in isolation from their families. If parents and caregivers influence is diminishing, we must give our young people the skills to be able to analyse and criticise the messages they are receiving. With this information in mind, it seems irresponsible not to educate our children to be able to recognise advertising and branding of products for what it is.
References “The extent and nature of televised food advertising to New Zealand Children and adolesents.” K. Hammond, A. Wyllie, S. Casswell Published in Australian and New Zealand Journal of Public Health. 1999 vol.23.No.1 “Food and Beverage Marketing to Children and Adolescents: What changes are needed to promote healthy eating habits?” N. Larson, M. Story For Healthy Eating Research. A National programme of the Robert Wood Johnston Foundation October 2008
Some Background Information for Teachers
What does the research say about the link between television advertising, food choices, and our children?
Many western countries, concerned with the increase in obesity rates in their populations, have conducted studies to consider the link between what our children see on TV advertisements, and the foods they eat. New Zealand researchers have conducted their own studies, and their findings have been remarkably similar to what is found overseas.
Common links found within these studies.
- Advertising during children’s programmes are mostly for cereal, confectionary, drinks and restaurants.
- The majority of products advertised are high in sugar, fat, and sodium
- Television plays a strong role in influencing choices people make as consumers.
(Hammond, Wyllie & Casswell, 1999). (Larson, 2008)Research has also thrown up some interesting facts.
- Half of Australian 10 year olds believe that Ronald McDonald probably knows what is good for children to eat.
- The food industry in New Zealand spends more on advertising than any other industry.
- Most teenagers think that advertising is simply conveying information.
(Hammond, 1999)Research from the US has shown that children as young as three years old attempt to influence their parents food buying decisions. The more commercials the children were exposed to, the more influence they tried to wield. While children are generally quite knowledgeable about what foods they should eat, their behaviour with regard to what they want to eat reflected the advertising they had been exposed to.
(Hammond et al, 1999)
Most research has shown that the food which is advertised most frequently on television does not meet nutritional guidelines. Other research shows that the preferences established in adolescence usually continue in adult life. It follows that if nutritional food was advertised during the times when children and young people watch television, it could drastically change the food they buy and consume as adults. This is where a question of budgeting comes in. Television advertising is expensive, and is dominated by big corporations with big budgets. Producers of healthy food, fruit and vegetables, often belong to marketing boards whose budgets do not stretch to prime time television.
(Hammond et al. 1999)
We, as consumers, have become used to the incomprehensible list of ingredients on our food packaging. But do we really know what each ingredient does, and whether it has any side effects? There have been recent television programmes based on this exact question. (TV3 - What is really in our food?) and many media articles. The Saturday New Zealand Herald has had a weekly article by journalist Wendyl Nissen focusing on one particular common food, and breaking down the ingredients. These articles are available online at www.nzherald.co.nz
While our children have been exposed to advertising in many forms, it is todays saturated media world that is causing parents and educators concern. While some of this research comes from the United States, it still bears similarities for our New Zealand children's experiences. Some of the findings
- most young people have more than one television in their homes.
- 74% of American children have internet access, 60% have instant messaging
- many young people have a television in their bedrooms.
-Three of four 15 - 17 year olds carry their own cell phone.
(Larson 2008)
This research shows that children and young people's exposure to media is growing, it is happening more and more in isolation from their families. If parents and caregivers influence is diminishing, we must give our young people the skills to be able to analyse and criticise the messages they are receiving.
With this information in mind, it seems irresponsible not to educate our children to be able to recognise advertising and branding of products for what it is.
“The extent and nature of televised food advertising to New Zealand Children and adolesents.” K. Hammond, A. Wyllie, S. Casswell Published in Australian and New Zealand Journal of Public Health. 1999 vol.23.No.1
“Food and Beverage Marketing to Children and Adolescents: What changes are needed to promote healthy eating habits?” N. Larson, M. Story For Healthy Eating Research. A National programme of the Robert Wood Johnston Foundation October 2008